Today were playing customs official, and giving Danish clothing brand Minimum our entry stamp of approval. Established in 1997, the brands twisted sense of Scandinavian coolness has arrived in our country for the first time. While the clothing is now here, unfortunately label founder Peder Tang was not. We caught up with the designer by email from his hometown of Aarhus:
Is there a distinctly Danish element to your designs? I think what typically characterizes Danish, and Scandinavian, design is that it is very simplistic in a good way that is.
Does Minimum have a signature that you incorporate into every season? We are especially proud of our outerwear, knits and shirts, so every season we make an effort to be the best in the market at those categories.
Describe the SS13 collection: We have been very inspired by Christiania, the free town of Copenhagen. Christiania is such a colourful place with a cool and casual vibe where all people are allowed to be just how they are and express themselves in their own way. So the SS13 collection is also very colourful and with exciting prints in sweats and denim as well as leather and camouflage.
What are some big Danish influences for you? Other than a cultural pearl like Christiania, which is great fun and very exciting to visit, Denmark also has a very beautiful coastline. I enjoy it especially in the wintertime because it is so dramatic it shows Denmark from a rugged and raw side that I really like. I also enjoy the Danish mentality. We have been named the happiest people in the world, and I dont know if that is quite true, but we do like to have a good time whether it is with snaps and herring or a beer in the sun. But what I think is maybe the most exciting about Danish culture at the moment is the film industry. We are very proud of the success Danish movies have had abroad, being nominated for Oscars, among others, several years in a row now. It is amazing how a small country like Denmark can be a frontrunner in a big business like the movie business. I would like to think that we can do the same in the fashion industry.
What similarities can you draw between your city and ours? Vancouver is actually very similar to Aarhus. Both cities are close to the sea and forests while at the same time offering a buzzing city life. What more can you ask for? Also the atmosphere is very similar to each other very relaxed with young people walking down the street with a cup of coffee in their hand. So I feel very at home in Vancouver.
Minimum SS13 is available at Board of Trade, 227 Union St |
